To think of John Paul DeJoria simply as the "shampoo guy" is to truly
underestimate what he has accomplished and what he represents... John Paul
Mitchell Systems is only one part - albeit a large part - of a very
thoughtful and socially conscious business empire. Hair care, diamonds, pet
products and even Patron Tequila are all under his watchful eye - and these
companies exist to do much more than to make money.

It would be hard to find another company/corporate leader who makes a
greater effort to improve the planet and the way of life for so many who
need a helping hand. While retirement and a life of luxury could have been
his long ago, "JP" uses his considerable skills as an entrepreneur as a
means to an end: "We¹re able to change the world and make it a better place
to live. And that¹s one of the biggest motivations of being in business
today."